Cultural Insight
Consumer attitudes might seem easier to decode today, thanks to powerful tools like automatic translation, which allow us to read content from other countries. However, behaviors remain deeply rooted in culture and rarely translate directly. To truly understand different perspectives, one must first grasp the cultural context behind them.
Sergey worked in Russia from 2000 to 2011 and in France since 2012, traveling extensively throughout both countries. Fluent in Russian, French, and English, he has conducted fieldwork across the United States and other regions, engaging with people in their native languages. His expertise is built on years of direct observation and in-depth conversations, allowing him to uncover the deeper cultural dynamics that shape different societies.
Large international studies pose both challenges and rewards, as they require untangling complex data to reveal the most relevant cultural nuances. Success lies in blending broad trends with sharp attention to specifics, linking subtle details to larger frameworks.
Cultural insight relies on cultivating perceptive sensitivity—the ability to spot emerging tendencies. An untrained mind might struggle to hold multiple perspectives or unify diverse observations into a coherent framework. Nuanced cultural interpretation requires choosing the right tools and the right scale of investigation, whether immersing in specific practices or reflecting on broader cultural shifts.
Cultures evolve constantly, and the challenge is distinguishing superficial changes from deeper transformations. While some trends shift rapidly, major cultural movements unfold gradually, often hidden beneath fleeting fads. Staying culturally relevant requires understanding both where culture is going and the roots of preceding waves—their highs and lows—which provide invaluable context for interpreting current developments.
True cultural understanding comes from mastering the interplay between the local and the global. Each event or phenomenon can reflect regional identities or be shaped by broader global forces. Neither perspective is sufficient on its own. The key is fluidly zooming in and out, knowing when to focus on local particularities and when to situate them within global contexts.
Emotional intelligence is crucial in navigating cultural differences. Understanding culture isn't just about historical knowledge—it’s about emotional attunement to the human experience, suspending judgment and adapting communication styles. The complexity of identity, tradition, and innovation demands sensitivity to the tensions and harmonies that underlie cultural expressions.
Media, especially films, is a powerful tool in this regard. Watching Leviathan or The Farewell, or engaging with the psychology of characters in series like Succession or Extremely Inappropriate! immerses us in the emotional landscapes of different cultures. When this emotional engagement is paired with intellectual frameworks from books like The Culture Map or American Nations, it creates a comprehensive approach to truly cracking the cultural code.
"There is an ancient Chinese story, still known to most East Asians today, about an old farmer whose only horse ran away. Knowing that the horse was the mainstay of his livelihood, his neighbors came to commiserate with him. “Who knows what’s bad or good?” said the old man, refusing their sympathy. And indeed, a few days later his horse returned, bringing with it a wild horse. The old man’s friends came to congratulate him. Rejecting their congratulations, the old man said, “Who knows what’s bad or good?” And, as it happened, a few days later when the old man’s son was attempting to ride the wild horse, he was thrown from it and his leg was broken. The friends came to express their sadness about the son’s misfortune. “Who knows what’s bad or good?” said the old man. A few weeks passed, and the army came to the village to conscript all the able-bodied men to fight a war against the neighboring province, but the old man’s son was not fit to serve and was spared. The story, which goes on as long as the patience of the audience permits, expresses a fundamental of the Eastern stance toward life. The world is constantly changing and is full of contradictions."
Richard Nisbett “The Geography of Thought”